Advertising and sales promotion method and apparatus

ABSTRACT

Herein disclosed is a method and apparatus to advertise and promote the sales of certain consumer goods by accompanying the visual presentation or display of a product with the distinctive odor or smell which is characteristic of its use or preparation or consumption, said odor not necessarily being usually and normally present during such presentation or display. Such simultaneous visual and olfactory recognition serving to stimulate and enhance the sense of immediate or anticipated enjoyment and desire for goods so presented or displayed to prospective customers, thus encouraging the purchase and use or consumption or enjoyment of goods so advertised or promoted for sale.

.1 ohnson ADVERTISING AND SALES PROMOTTON METHOD AND APPARATUS [76]Inventor: Frank Johnson, Deerfield Rd,

' R.F.D., No. 3, Katonah, NY. 10536 [22] Filed: May 2, 1972 [21] Appl.No.: 249,710

[52] US. Cl. 40/106.22 [51] Int. Cl. 609i 13/24 [58] Field of Search40/106.22, 1, 126; 21/126,

[56] References Cited UNITED STATES PATENTS 1,204,934 "-1 H1916 Burford40/l06.22 2,129,368 9/1938 Ballew 40/l06.22 2,614,820 lO/l952 Boydieff21/126 X 2,642,065 6/1953 Negri 401/134 X 2,686,944 8/1954 Gubelin21/126 2,741,004 4/1956 Williams..... 21/126 2,905,049 9/1959 Laube t 121/55 X 3,441,353 4/1969 Claff 401/132 X 3,466,131 9/1969 .Arcudi401/132 FOREIGN PATENTS OR APPLICATIONS 448,768 9/1934 Germ any40/l06.22

Primary ExaminerRobert W. Michell Assistant Examiner-Wenceslao J.Contreras Attorney, Agent, or Firm-Julian Caplan [57] ABSTRACT Hereindisclosed is a method and apparatus to advertise and promote the salesof certain consumer goods by accompanying the visual presentation ordisplay of a product with the distinctive odor or smell which ischaracteristic of its use or preparation or consumption, said odor notnecessarily being usually and normally present during such presentationor display. Such simultaneous visual and olfactory recognition servingto stimulate and enhance the sense of immediate or anticipated enjoymentand desire for goods so presented or displayed to prospective customers,thus encouraging the purchase and use or consumption or enjoyment ofgoods .so advertised or promoted for sale.

4 Cllaims, 10 Drawing Figures PATENTEDUBTZ9 IBM 3.844057 sum 1 or 4ADVERTHSKNG AND SALES PROMOTHON METHOD AND APPARATUS STATE OF THE ART Myinvention concerns a technique and apparatus or device for advertisingor promoting thesales of certain consumer goods by providing for thepresence of the distinctive and characteristic odor or smell of suchgoods simultaneous with the visual display or presentation of such goodsto prospective customers. Through such simultaneous visual and olfactorystimulation and sensations, my invention will serve to enhance andmotivate desire for products so presented or displayed and thus increasethe sale and use or consumption or enjoyment of such goods.

My invention is concerned with goods having a great range of inherentproperties, including either the presence or absence of a smellcharacteristic of such goods when advertised or promoted or presentedfor sale, therefore the concept or principle of my invention is capableof several aspects or forms so as to successfully advertise or promotethe sales of such diverse goods or products.

This disclosure concerns two such basic aspects or forms or embodimentsof my invention. In one form, the advertising or sales promotion mediumor technique presents or displays the goods away from the point ofretail sale or display and consists of delivery of a device or apparatusto the home or office of a preselected prospective customer for aparticular product. This device is in the form of an inexpensivestereoscopic picture viewer, together with photographic images of thegoods being advertised or promoted, an example being a line of newautomobiles. When the prospect operates the stereo viewer and looks atthe photographic images, in this example, the single-cycle action of amechanism which I have invented, being enclosed within the stereoviewer, provides for the controlled release and dispensing of an odorwhich would be that of a new car smell. Thus the viewing of stereoimages of a line of new cars in the semi-privacy of a home or office bya prospective customer is accompanied simultaneously with the sensorystimulation and pleasure of a new car smell as if the prospect werephysically at the salesroom of a new car dealer or inside ademonstration model of a new car line or the like.

in another aspect or embodiment, the advertising or sales promotiontechnique of my invention consists of enhancing and stimulating theimmediate or anticipated sense of enjoyment and desire of manyprospective customers in a retail outlet or store or the like bysimultaneously accompanying the visual display or presentation ofcertain goods with .a distinctive and characteristic odor or smell aswould normally and usually only be present or associated with the use orpreparation or consumption of such goods. Said odor being controlled orregulated as to presence and strength and area of detection by amultiple-cycle action of the method and apparatus or device which I haveinvented, so as to be recognized by prospective customers within areasonable proximity to said apparatus and to the immediately adjacentdisplay or presentation of such goods.

In each such aspect or embodiment, my invention provides that the visualperception of products or of the images of products is accompanied andenhanced by simultaneous olfactory perception of an odor or smellcharacteristic of such products.

It will be apparent in describing the various aspects or forms of myinvention that the words presentation or visual presentation or visualperception or visual display or visual or the like apply both to thephysical presence and display of certain products, or alternatively tothe display or presentation of an image or images of such a product,such as a film slide or a graphic or photographic image.

It is well known in the art of advertising and sales promotion thatcertain products with which my invention is concerned usually generateor dispense their most appealing and characteristic odor or smell duringprocessing or preparation, and prior to packaging and distribution toretail outlets or stores or the like for display or presentation andsale. Freshly baking bread or freshly ground roast coffee beans areexamples of such products and of their preparation prior to packaging.

Certain other products do not usually generate or dispense their mostappealing and characteristic odor or smell until they have beenpurchased at a retail outlet or store or the like and taken into thehome. During the heating or cooking process in preparation for use orconsumption, after such products have been removed from their packaging,they generate or dispense their most appealing and characteristic odoror smell. Frying bacon or baking frozen pizza pie are examples of suchproducts and of their preparation in the home.

Still other products with which my invention is con cerned usuallygenerate or dispense their most appealing and characteristic odor orsmell during normal presentation or display for sale at a retail outletor the like.

A retail display of ripe bananas with its characteristic smell, orpresentation and display of a line of new automobiles with theirdistinctive new car smell are examples of such products.

It is also well known in the art of advertising and promoting the salesof the aforementioned diverse consumer goods that separate stimulationof the senses of prospective customers with the sight or with the smellof such goods, even when such separate sensory stimulations are totaledtogether in their effect, does not equal the effect of the simultaneousstimulation of the senses of prospective customers with both the sightand the smell of such goods. This is true whether such simultaneoussight and smell sensory stimulation of prospective customers occurs inthe physical presence of such goods or away from the physical presenceof the goods.

.As a consequence of this knowledge in the aforesaid art, and of thesales advantages to be gained from the simultaneous presentation of the.sight and the smell of certain consumer goods, many different attemptsand methods to accomplish this extremely desireable adve rtising andsales promotion technique have been undertaken. Such attempts havepreviously met with varying degrees of success and with universalserious and expensive and bothersome disadvantages and drawbacks.

Typical of the state of the art in advertising or sales promotion ofcertain products in retail outlets or the like, when olfactorystimulation is normally absent at the point of display or presentationfor sale, it the technique of in-store sampling. With this technique,for example, a shopper would be offered a freshly baked portion of pizzapie. Thus the shopper would be simultaneously exposed to the sensorystimulation of the sight of such a product, and also to the sensorystimulation of its most appealing and characteristic smell or aroma.

While this sampling technique can be both useful and effective in manyinstances, it has serious and expensive drawbacks and disadvantages forboth the manufacturer and the retailer. Salespeople must be hired andtrained to do the preparation and the sampling. Costly equipment must bepurchased and transported and maintained in a sanitary and attractivecondition. lntricate schedules must be arranged and coordinated withmanagement and with store personnel. Valuable floor space must beassigned as a preparation and sampling area. In addition, store aislessoon become littered, smooth flow of store traffic is interrupted andodors and aromas from the preparation and cooking of product samplesspread and permeate the entire store.

Typical of the state of the art in advertising and sales promotion of aproduct whose physical presence does provide for simultaneous visual andolfactory sensory stimulation to prospective customers, such as a lineof new automobiles, for example, is the technique of providing for adisplay of new model cars or a demonstration ride in a new model car.Thus the prospect is exposed to or surrounded with the simultaneoussensory stimulation of both visual perception and olfactory perceptionof new cars through his sense of sight and his sense of smell. Thistechnique is somewhat comparable to that of in-store sampling forcertain products.

While this technique of product display and a demonstration can be bothuseful and effective, it also has serious and expensive drawbacks anddisadvantages for both the manufacturer and the retailer. There is theneed for a display salesroom, and for display and demonstration modelsof the new car line, in this example. There is also the need forexpensive mass media use to inform and persuade prospective customers tovisit the salesroom of a particular new car dealer, or to arrange for ademonstration ride. At best, costly mass media advertising can usuallyhighlight only a few models or features of a new car line. Even at theretail outlet or salesroom, the variety of new car models and thierfeatures which can be displayed is limited to available space.

There is also an advertising technique in the present state of the artwhereby a printed advertisement can display both the sight or image of aproduct together with the limited capability of presenting thecharacteristic smell of said product. Through this technique, tinycapsules which are invisible to normal eyesight enclose microscopicportions of certain odor essences. These micro-capsules are then mixedinto printing ink, or into a neutral carrier, and applied to areas ofprinted advertisements.

The reader of such an advertisement is instructed to scratch anindicated area of the ad, thereby breaking some of the micro-capsulesand releasing the odor essences contained in them. He is instructed tothen quickly raise the scratched area to his nose and sniff," therebydetecting and perceiving the sensory stimulation from the characteristicodor or smell of that product so advertised or promoted.

While this technique has proved to be somewhat useful and effective forcertain specialized products such as perfume and cosmetics, it also hasmany serious drawbacks and disadvantages. It is very expensive toproduce an advertisement of this kind. The requirement of scratching thead in a certain area and then raising and sniffing it discourages manyreaders. The maximum potential from an enhanced desire for a product,when unobtrusively and without a conscious act a prospective customer isstimulated by simultaneously perceiving both the sight and thecharacteristic smell of said product, is largely lost by therequirements of reading and understanding and consciously acting tofollow detailed instructions. In addition, this particular technique isboth difficult and costly to adapt to the advertising and promotion formost consumer goods at the retail point of sale or display or the like.

OBJECTS OF THE INVENTION It is accordingly a primary object of myinvention to avoid the serious and expensive disadvantages and drawbackswhich are inherent in the aforedescribed well known practices andtechniques in the art of advertising and sales promotion, as well asother methods well known and familiar but not aforedescribed. Instead,the concept and principle of my invention, in its several aspects orforms, will serve to simply and inexpensively increase and enhance thesales of diverse consumer goods whether prospective customers arepresent at a retail outlet or sales location or the like, or away fromsaid retail sales location in the semi-privacy or a home or office orthe like. My invention accomplishes this object by providing for theaccompaniment of a visual display of certain goods with the simultaneouspresence of the most appealing and characteristic odor or smell usuallyassociated with the use or preparation or consumption of such goods. Myinvention thus provides for a prospective customer to be sensorilystimulated by both the sight and the'smell of certain goods at one andthe same time, so as to enhance the motivation and desire to purchaseand use or consume or enjoy the goods so displayed.

In one aspect or embodiment of my invention concerned with semi-privatepresentation of advertising or sales promotion, using the example ofadvertising a line of new cars, it is an object of my invention toentice the prospect to view the various models and features andcompetitive advantages of said new car line in his home or office or thelike. This is accomplished by delivering an inexpensive stereoscopicviewing machine to the prospect without charge, together with aplurality of stereo scenes or images of the new car models and featuresand the like. While the prospect is viewing said stereo scenes, myinvention provides that he is also exposed to the added enjoyment andpleasure and simultaneous sensory stimultation of an accompanying newcar smell," said smell heretofore only usually present in or immediatelyadjacent to an actual new car and not in a home or office or the like.Said pleasurable sensory stimulation serving to entice the prospect intoviewing the advertised competitive features included in the plurality ofstereo scenes which accompany said stereo device.

It is another object of my invention that such simultaneous presentationof a visual display and an olfactory presence be accomplished bothunobtrusively and without any conscious act or foreknowledge of theprospective customer. My invention thus provides for the pleasure andenjoyment and enhanced sensations which such unanticipated simultaneoussight and smell, or the illusion of one or the other or both, serves tocreate in the mind of the prospect so viewing and smelling said stereoscenes at one and the same instant of time.

Another object of my invention is that such odor or smell as desired beprovided and controlled as to its presence or absence, and that the odorbe controlled and regulated asto strength and intensity and as to theduration and area of its detection and recognition.

Another object of my invention is to provide for automatic control astothe release and dispensing of the desired odor or smell. In the aspectof my invention concerned with the aforementioned stereo viewer, therelease and subsequent dispensing of the desired odor is controlledthrough the one-cycle operation of an odor release and dispensingmechanism whereby there occurs a one time release of the odor. Saidreleased odor is subsequently controlled as to duration and strength andarea of detection, said area being in close proximity to the nostrils ofa prospect operating and using the aforementioned stereo viewing device.

The above objects, and other objects and features and advantages of thestereoscopic viewer form or embodiment of my invention will be apparentfrom the later detailed drawings and description of said embodiment.

In another aspect or form or embodiment of my invention, an object is toprovide at the retail point of display or sale or presentation ofcertain goods, the particular and appealing and characteristic odor oraroma such as is usually associated with the preparation of such goodsprior to packaging and distribution to said retail outlets or stores orthe like, said odor or aroma being usually and normally absent at suchretail outlet or store.

Another object of my invention in this retail outlet or store aspect orembodiment, is to provide for the presence at the point of display orsale of certain products the particular and appealing and characteristicodor or smell such as is usually associated with the in-home preparationor heating or cooking for use or consumption of such products, afterthey have been purchased and taken home from said retail outlet. Suchdistinctive and characteristic odor or smell not being usually ornormally present at said point of retail display or sale.

Another object of my invention as concerns the advertising or promotionof certain goods at retail outlets or thelike is to provide for thetechnique and the means of accomplishing that technique so that thedesired odor or smell will be released and dispensed within apredetermined and defined area, thereby avoiding permeation of theentire store with the dispensed odor.

Another object is to control and regulate the strength and presence ofthe odor for a specific time period so that the desired odor isdetectable only during certain hours, or only during certain hours ofcertain days, thereby avoiding expense and waste by not providing theodor or aroma when the retail outlet is closed, or when customer trafficor shopping volume does not justify the moderate cost of providing saidodor.

Another object is to provide for the repeated cyclical release anddispensing of the desired odor at a predetermined strength throughout apredetermined area, in order that the level or concentration of the odorremains nearly constant for the desired duration in the desiredproximity to the display or presentation of the particular product soadvertised or promoted.

A specific feature and object of my invention, in at least one form orembodiment, is contained in the provision for automatic control meansfor timing and regu lating the presence or absence and the duration andintensity of the desired odor in a predetermined area adjacent to adisplay of associated goods.

The above objects, and other objects and features and advantages, arefulfilled by a primary and broad feature of my invention, namely amechanism or device or apparatus whereby a pouch containing certaindesired odor essences in a liquid carrier is opened and the odor-liquidis released and deposited onto an absorbent material from which the odoressences are vaporized and dispensed into the atmosphere, with all suchdescribed means being regulated and automatic and unobtrusive and notrequiring any conscious act or foreknowledge by a prospective customer.

The aforesaid objects and features and advantages of my invention in itsseveral forms or aspects will be apparent from the detailed descriptionwhich follows in conjunction with the accompanying drawings:

BRIEF DESCRIPTION OF THE DRAWINGS FIG. I is an elevational view of thestereoscopic viewer embodiment of my invention, partly broken away toillustrate the concerned portion of the modified section of the device.Phantom lines indicate the concerned compartment behind the metal filmimage advance ring.

FIG. 2 is a view of the metal film image advance ring and the attachedfinger lever, showing the modification which provides for a knife-likemechanism.

FIG. 3 is a horizontal sectional view of the metal film image advancering taken on the line 3-3 of FIG. 2, illustrating the depression of theknife-like mechanism.

FIG. 4 is an enlarged view of the concerned compartment of the stereodevice, illustrating the removed section of an interior wall and theperforations through the casing wall which provide for passage of thedesired odor vapors into the atmosphere.

FIG. 5 is another enlarged view of the concerned compartment,illustrating the odor containing and releasing and dispensing mechanismand means as positioned within said modified compartment.

FIG. 6 is a sectional view of the modified compartment taken on the line6-6 in FIG. 5, illustrating the configuration of the absorbent materialand the coating applied to certain areas of said absorbent material.

FIG. 7 is a schematic diagram of an alternate aspect or embodiment of myinvention useful in the advertising or sales promotion of certainproducts in retail outlets'or stores or the like.

FIG. 8 is a vertical end view of FIG. 7 taken on the line 88 in FIG. 7,illustrating particularly the odorliquid releasing and absorbing anddispensing means.

FIG. 9 is another vertical end view of FIG. 7 taken on the line 9-9 inFIG. 7, illustrating particularly the pouch strip driving means andmeans for storage of the strip of emptied pouches.

FIG. 10 is a side view, partly broken away, of the storage magazine forthe flexible strip of liquid containing pouches.

DESCRIPTION OF THE INVENTION FIG. l6 EMBODIMENT Referring to FIGS. 1-6in the drawing, there is illustrated a stereoscopic viewing deviceembodiment of my invention in an aspect useful in connection with asingle-cycle action advertising or sales promotion technique andapparatus.

Implementation of the stereo viewer technique and embodiment of myinvention provides for the delivery without cost to a preselectedprospect of an improved and modified stereoscopic viewing device of thetype sold under the trademark of GAF VIEW-MASTER. Said improved devicecontaining an odor releasing and dispensing mechanism and means tooperate same. Together with said improved device, the prospect isprovided with a plurality of film slides or transparencies positioned ina disc-shaped film slide holder for viewing stereoscopically in saidstereo device.

Upon viewing said stereo scenes in the improved device, the prospectoperates a mechanism which, without his conscious knowledge, providesfor the release and dispensing to the nostrils of the prospect an odorwhich is characteristic of the product or goods so presented in thestereo device. Thus the prospect will enjoy simultaneously the stereoimages of certain goods together with their characteristic odor orsmell, and so be sensorily stimulated as regards both present andanticipated desire to purchase and use or consume the goods sopresented. In this form or embodiment, therefore, my invention becomesan inexpensive advertising or sales promotion medium or technique forpresenting certain consumer goods to selected prospects, of which theaforementioned presentation of a new car line is an example.

Accordingly, in common with another form or embodiment of my inventionto be subsequently described, the stereo viewer device improvement andmodification incorporates the primary feature of my invention, suchbroad feature being a mechanism which includes a pouch containing anodor-producing liquid, means for opening the pouch by a penetration orslitting action and absorbent material for receiving and absorbing theodor-liquid as it is released from its pouch container so as to flowonto said absorbent material, thus providing means for vaporizing theodor essences from the odor-liquid and means for dispensing said vapors.Such apparatus and means for operating same being automatic andproviding means for control and regulation as to the presence or absenceof the desired odor and as to the strength and area of detection andduration and recognition of said odor vapors.

There will be seen in FIGS. 1-6 a stereo viewer generally comprising ahousing formed from two interfitting sections. In the forward section ofsaid stereo viewer with which my invention is concerned, designated 22,there is positioned a pair of viewing lenses (not shown). In the otherinterfitting section, as illustrated, there is positioned a pair ofcorresponding openings for admitting light to said lenses. Saidlightadmitting interfitting section constitutes no part of my inventionwhich improves and modifies the aforementioned type of stereo viewingdevice.

However, it will be understood that in the lightadmitting section of thestereo viewing device there is provided a suitably shaped opening andcavity to receive and properly position a disc-shaped film slide holder(not shown) for stereo viewing. This discshaped film slide holdercontains 14 frames or film transparencies, thus providing for theviewing of seven separate stereo scenes with each scene consisting oftwo separate film frames which combine to form a single stereo scene inthe visual image of the user.

Operation of the stereo viewing device as thus far described, andwithout improvement and modification by my invention, provides fordownward pushing of the finger lever 26 which is part of the metal disc24 within the housing 20, and is positioned on the left as seen in FIGS.1 and 2. Said finger lever 26 is normally on the right, from theposition of a user looking into the viewing lenses while operating thedevice. Such downward movement of the finger lever 26 causes rotation ofthe metal disc 24, as may be seen by reference to the dotted line arrowindication in FIGS. 1 and 2, said finger lever being spring biased toenable it to return to its normal upper position.

The metal disc 24 includes a projection 28 which engages successively inslots at the edge of the discshaped film slide holder. Rotation of themetal disc 24 thus advances said film slides so as to position anotherstereo scene for viewing by the operator of the device.

As an integral part of the improvement and modification of the stereoviewer 20, so that said viewer is useful as an advertising and salespromotion device incorporating the dispensing of a desired odor toaccompany the viewing of desired stereo images, my invention improvesand modifies the metal advance ring 24 as will be seen in FIGS. 2 and 3.My invention also improves and modifies the existing compartment 32 aswill be seen by reference to FIGS. 4 and 5.

As will be seen in FIG. 2, the metal advance ring 24 is modified bystamping out from it a knife-like mechanism 30, or by attaching such amechanism to said metal advance ring. The depressed shape and positionof the knife 30 is illustrated in a sectional view of the metal advancering 24 as will be seen in FIG. 3. Such shaping and position providingfor a penetrating and slitting action of the knife 30 as laterdescribed.

In FIG. 4 will be seen the modifications of the existing compartment 32,said compartment being indicated by phantom lines in FIGS. 1 and 2.Modifications include removal of the arcuately extending interior wall42, as indicated by the phantom lines in FIG. 4. Additionally, it willbe seen in FIG. 4 that suitable holes or perforations, designated 44,are provided in the front portion of the housing 20, said holes passingthrough the exterior wall 46 of the compartment 32. These holes orperforations provide for dispensing the vaporized odor essences into theatmosphere as will be described later.

FIG. 5 particularly illustrates the improvements in the modifiedcompartment 32, said compartment being bounded by the exterior wall 46and by interior radially extending walls 36 and 40, as well as arcuatelyextending top wall 34 and bottom wall 38. As will be seen by referenceto FIG. 5, a pouch containing a predetermined quantity of odor producingliquid is adapted to be fitted in the upper right hand corner ofmodified compartment 32 and to be firmly attached to the exterior wall46. The knife 30 fits into the modified compartment 32 in the positionshown, and a pad of absorbent material 50 is disposed within themodified compartment 32, said pad also being firmly attached to theexterior wall 46.

It should be noted that crushed and molded fibrous material such ascontained in common paper towels has been found to be a usefulcomposition of the absorbent pad 50. Said material will absorb theprovided amount of-odor-liqu id and retain it so as to provide for apredetermined rate of vaporization of the aforementioned odor essences.Such material will perform this action without swelling or otherwisechanging shape or interferring in any manner with the normal operationof the stereo viewing device 20.

Said absorbent pad is specially shaped, as will be seen in FIGS. and 6,so as to perform at least two essential functions. The first functionbeing to accomodate the pouch 48, to absorb the odor-liquid releasedfrom said pouch, to provide for vaporization of odor essences from saidliquid, and to promote the passage of said vapors into the atmospherethrough the perforations 44, located behind said absorbent material 50.It will thus be appreciated that pouch 48 is so positioned, and theentire pad of absorbent material 50 is so configured and positioned asto provide for maximum absorption of the odor-liquid by the absorbentpad 50 when the pouch 48 is opened in the manner to be described.

The second function of the configuration of pad 50, as shown in FIG. 6,is accomplished whereby the thinnest portion 52 allows free passage overit for the arc of travel of the knife 30, the next thinnest portion 54allows free passage over it for the arc of travel of the slide filmadvance projection 28 and the thickest portion 56 allows free passageover it for the arc of travel of the metal advance ring 24.

In the use and practice of this embodiment of my invention, the stereodevice is modified and improved as aforedescribed and delivered to thehome or office or the like of a' preselected prospect who will operateand use said stereo device for his own enlightenment. Upon initiation ofthe operating sequence of the device, that is by inserting one of thefilm slide discs which accompany the stereo viewer and depressing forthe first time the finger lever 26, rotation of the metal disc 24produced by saidmovement of the finger lever results in movement of theknife 30 in an arcuate path, as may be seen in FIG. 5. Accordingly, thepoint of the knife 30 pierces the pouch 48, and the extension of theknife slits open a portion of the pouch. The result is that theodor-liquid contained in the pouch 48 is released and flows from thepouch onto and is absorbed into the pad of absorbent material 50, as canbe seen by referring to FIGS. 5 and 6.

It will also be seen in FIG. 6 that a thin coating designated 58, saidcoating being particularly resistant to the passage through it of eithersaid odor-liquid or said vaporized odor essences, covers the rear facingareas of portions of the absorbent material designated 54 and 56,leaving the top facing portion of 56 and all of 52 open and not covered.Said coating 58 also covers the bottom facing portion of 54 and a smallportion of the front facing'portion 54. The coating 58 thus serves toretain all of the released odor-liquid within the absorbent material 50.Presence of the coating 58 also serves to help regulate and direct theodor vapors outward from modified compartment 32 through theperforations 44 and into the atmosphere directly under or adjacent tothe nostrils of a prospective customer using the improved stereo device20.

The aforedescribed absorption of the odor-liquid into the absorbent pad50, in the amount of approximately 1 cc of odor-liquid and thesubsequent regulated vaporization of the odor essences at apredetermined rate, provides for the sustained presence of the desiredin- 10 tensity or strength of said odor vapors for a time period in theorder of 6 to 8 hours after the initial operation of the finger lever 26by the preselected prospect.

Although not necessarily limited to a single instance of advertising orsales promotion, the stereo device aspect or form or embodiment of myinvention as aforedescribed is considered to be especially adaptable, aspreviously alluded, to advertising or promoting the sales of a line ofnew automobiles. Accordingly, the odor which would be provided in suchinstances would be one which corresponds to the distinctive andcharacteristic new car smell. The accompanying film slide discs, ofcourse, would contain images of models and features of said new car lineand of various dealers salesrooms and the like.

It should be pointed out that nothing concerning the improvements andmodifications of my invention as aforedescribed in this stereo vieweraspect will prevent the normal and usual operation and usefulness ofsaid stereo device in the viewing of various film slide discs such asare sold for normal use in the unmodified and unimproved GAF VIEW-MASTERstereo viewers.

FIG. 7-10 EMBODIMENT Referring now to FIGS. 7-10 in the drawing, thereis illustrated the multiple-cycle aspect or embodiment of my invention,generally designated 60, which is useful in connection with advertisingor sales promotion at the point of sale or display or presentation ofcertain consumer goods in a retail outlet or store or the like. Aspreviously alluded to in said aspect or embodiment, it is a primaryobject of my invention to provide the technique and the apparatus ormeans to carry out that technique, so as to simultaneously provide themost appealing odor or smell characteristic of a product, together withthe display or presentation of said product for sale in a retail outletor store or supermarket or the like. Such simultaneous sensorystimulation of both the sight and the smell of prospective customersserving to avoid the serious disadvantages and drawbacks ofaforedescribed well known practices and techniques in the retail pointof sale advertising and sales promotion of certain goods. Thus thisaspect or form of my invention serves to enhance the desire andmotivation to purchase and use or consume and enjoy certain goodsdisplayed and presented to the general public at the point of retailsale or the like.

In this alternate form, my invention provides a sustained or longlasting multiple-cycle version of that broad feature previously alludedto, namely providing a pouch containing a desired odor-liquid, means forslitting or opening said pouch and an absorbent material positioned soas to receive and absorb said odorliquid, and to provide for thecontrolled and regulated vaporization of the desired odor essences anddispensing them into the adjacent atmosphere.

This alternate embodiment of my invention includes a plurality ofodor-liquid containing pouches arranged and stored in the form of aflexible strip so as to provide a supply of the desired odor essencesduring a prolonged period of operation of the device. Also included arepowered means for operating said multiple cycles of the apparatus,powered means for dispensing the desired odor essences into the adjacentatmosphere and powered means for holding and retaining the emptiedpouches and said flexible strip so as to prevent interference with themultiple-cycle action of said embodiment and apparatus. Said poweredmeans for operating said multiple-cycle embodiment of my invention arecontrolled and regulated by a clockwork-type master timer and controldevice such as is well known in the art of control and regulation ofvarious cycles and operations of powered mechanical devices.

As will be seen in FIGS. 7-10, in this retail outlet embodiment of myinvention, the apparatus 60 includesv a frame 62 which is open on allsides and within or upon the frame 62 the various operating componentsare suitably mounted and arranged and disposed so as to provide for thedesired odor or smell on a repeating cycle, timed basis. The device alsocomprises a strip-like member 68 which is provided with a spaced seriesof pouches 70, each of which is adapted to contain a predeterminedquantity of a liquid capable of producing the desired odor. The strip 68is constituted of a flexible material with individual pouches 70 beingformed as an integral part of flexible strip 68.

As will be seen by reference to FIGS. 7 and 10, a supply of flexiblestrip 68 is stored in a magazine or container 72, from which it is fedor furnished in a manner similar to the feeding of belted machine gunammunition, according to which said flexible strip is folded over itselfin short lengths when so stored. Operation of this retail outletembodiment of my invention, designated 60, provides that flexible strip68 travels along a vertical reach from storage over guide bar 74 andover guide roller 76, and thence along a horizontal reach to driveroller 78, as shown in FIG. 7. Said strip 68 being pulled through theaforesaid vertical and horizontal reaches by cyclical rotation of driveroller 78. As will be seen in FIGS. 7 and 9, drive roller 78 is providedwith projections 80, said projections serving to penetrate the flexiblestrip 68 and pull it through the arc of rotation of drive roller 78.Said strip 68 then travels on a vertical reach over guide bar 82 toretention and storage on take-up roller 84.

As will be seen in FIGS. 7 and 8, as the flexible strip 68 passes alongthe horizontal reach, pouches 70 successively come into contact withconical portion 88 of trough 86, and then with the knife 90, said knifebeing located immediately below the horizontal reach of strip 68. Theknife 90 operates-to slit open the pouches 70 in succession, therebyreleasing the predetermined quantity of odor-liquid contained insidesaid pouches. As the pouches 70 are opened by contact with and passageacross the knife 90, the odor producing liquid contained in them iscaused to flow out of each in turn, and by gravity and contact to flowdown the conical portion 88 of trough 86 onto the pads of absorbentmaterial 92. Said absorbent material 92 is arranged to extend along bothsides of trough 86 along the lower horizontal reach of strip 68.Accordingly, the contents of one pouch 70 are emptied by the action ofone revolution of drive roller 78 and the odor-liquid therein isabsorbed by the pads 92 after flowing down the conical portion 88 oftrough 86. Release and flow of the liquid can be appreciated byreference to FIGS. 7 and 8.

It will be understood that the individual pouches 70 and the absorbentpads 92 perform vital functions in the positive control of both thestrength and duration of the aforementioned desired odor. The pouchesprovide a predetermined amount of desired odor-liquid. The pads absorbthe odor-liquid as it is emptied from each pouch as part of acycle-action. This allows the regulated vaporization of the odoressences into the atmosphere, said vaporization being at a predeterminedrate so as to provide for the proper strength or intensity and durationor persistence of the desired odor. In'this connection, it should bepointed out that for a typical desired odor as aforedescribed, thequantity of odor producing liquid contained in each pouch is on theorder of 10 cc. This amount of odor-liquid has been found to provide thedesired strength of the desired odor within the desired area ofatmosphere for a time period of approximately 45 minutes, as will bedescribed later.

As shown in FIG. 7, a fan is provided for the regulated dispensing anddistribution of the odor vapors through the sides and base of the frame62. Designated 98, said fan is located over the horizontal reach of theflexible strip 68. The fan blades are covered with a protective opengrid 100. As will be appreciated by reference to FIGS. 7-9, said fanpromotes the movement of air over the absorbent pads 92, thus carryingthe vaporized odor essences downward and outward into the predeterminedand desired area of the adjacent atmosphere for detection andrecognition by prospective customers in the immediate proximity of theapparatus 60.

Fan speeds of 800 to 1,000 rpm have been found to be useful inconnection with providing a volume of approximately 500 cu. ft. ofatmosphere adjacent to the apparatus 60 with the desired intensity ofodor vapors as aforedescribed. This volume of atmosphere at a level ofapproximately 3 ft. from the floor to a level of approximately 7 ft.from the floor is useful as an area of recognition of the desired odoradjacent to a retail display of certain goods as aforedescribed.

To prevent the possibility of odor build-up or of odor distributionbeyond the desired area immediately adjacent to the apparatus 60,provision is made for the fan 98 to operate for a period of 15 minutesafter the elapse of the 45 minutes of each cycle of operation duringwhich the odor essences are vaporized at the desired level of strengthand intensity. The aforesaid operating cycle thus means that a 4 inchportion of flexible strip 68, including a 2 inch pouch centered on said4 inch strip portion, provides for and equals one hour of operating timeof the device 60.

The device or apparatus 60 will be programmed by a master timer,designated 104, to operate only during peak periods of customer trafficand shopping when installed in retail outlets or stores or the like.Said operating periods are anticipated as being from Wednesday throughSaturday, and from 10:00 AM through 7:00 PM only, for two successiveperiods. Thus the apparatus 60 will be provisioned for operation over acalender time period of two weeks, requiring that a supply of flexiblestrip 68 and integral pouches 70 of some 24 feet in length be stored inthe magazine 72.

It will be understood that a variety of desired odors can be providedand dispensed as aforedescribed by this multiple-cycle embodiment of myinvention. To provide that such a change of odors be simple and easy toaccomplish, the trough 86, together with its operating parts 88, and 92,is constructed as a single replaceable unit. The same replaceabletechnique applies to the take-up storage roller 84 and to the pouchstrip storage magazine 72. Thus when a particular odor, such as the odorof fresh-baked pizza pie, has been provided as aforedescribed for anelapsed time period of two weeks, the apparatus 60 can be quicklyconverted to provide for another desired odor during a subsequent twoweek time period. Odor-producing liquids such as the previously alludedto odor of freshly baked pizza pie, as well as other odors produced andcompounded to order, are obtainable from the Minnesota Mining andManufacturing Corporation, St. Paul, Minn, and from other leadingproducers of such odor essences and odor producing liquids. Said odoressences or odor producing liquids being composed of both natural andsynthetic odor elements, or by a suitable combination thereof.

As will be appreciated by referring to H6. 7, mechanical power issupplied for the purpose of driving the fan 98 from the motor designated102. For the purpose of powering the drive roller '78 and the take-uproller 84, power is supplied from the motor designated 94. Ineffectuating the travel of the flexible pouch strip 68, mechanical powerfrom the motor 94 is coupled to the drive roller 78 through the mediumof gear box 96. Mechanical power is also supplied to the take-up roller84 through this gear box, using proper gear reductions and powertransfers, and a suitable slip clutch action as is well known to thoseskilled in such art. Operation of the fan 98 is effected by a directdrive from the motor 102.

ln order to automatically control the aforedescribed apparatus 60, amaster timing means is provided to regulate operation of the variouscompanents so as to have them perform in their proper order and fortheir proper duration of time. Said principle controltiming device 104is a clockwork-type mechanism such as is well known to those skilled inthe art. Power for operating saidmaster timing device is supplied froman independent power source (not shown). The master timer control 104 isprogrammed by setting on its clockwork face the day and time when thearrangement and proper positioning of the apparatus 6 1) is accomplishedadjacent to the display of desired consumer goods, and actuating itsindependent power source. However, either less or more sophisticatedtiming controls may be useful in regulating the operationof theapparatus 60 should it be found necessary or desireable.

Such positive control and regulation for the automatic operation of theaforedescribed apparatus relieves store personnel of any need to payattention to, or spend time supervising or adjusting, the working of thedevice. lt is important to point out that this retail store aspect orembodiment of my invention is intended to be normally enclosed within athree dimensional point of sale display piece which could be in theimage of the con cerned goods as prepared and presented for use ofconsumption when served in the home. For example, when my invention inthis retail outlet embodiment is concerned with stimulating the desireto purchase and consume pizza pie, it could be enclosed in a threedimensional display piece illustrating a heated and prepared pizza pieas it usually appears when presented for consumption in the home, suchdisplay technique being well known to those skilled in the art ofadvertising and sales promotion.

Accordingly, in the use and practice of this multiplecycle embodiment ofmy invention, the apparatus as is set up adjacent to certain consumergoods presented for display and sale at a retail outlet or store or thelike.

The apparatus is programmed so as to provide a desired odorcharacteristic of such goods, said odor being recognizable within apredetermined area immediately adjacent to such display. Uponapproaching within a reasonable proximity to the display of goods andthe apparatus as aforedescribed, a prospective customer is unobtrusivelyand without any conscious act on his part, made simultaneously aware ofthe combined senses of sight and characteristic odor of said goods. Suchunexpected combination of sensory recognitions serving to stimulate thedesire to purchase and enjoy such goods, and thus to enhance the saleand use or consumption of goods so presented and displayed.

What I claim:

1. A method of advertising or promoting the sale of consumer goods byaccompanying the visual display or presentation of the goods with anodor characteristic of the goods comprising providing a visual displayof the goods; and in a controlled area in immediate proximity to thedisplay location, over a predetermined extended, controlled time period,providing an odor characteristic of the goodsof predetermined controlledstrength so as to stimulate and heighten the sensations of prospectivecustomers in the immediate vicinity of said controlled area with respectto enhancing their desire to purchase and use or enjoy the goods, thestep of providing the odor over the extended time period being carriedout by providing a plurality of sealed containers each individuallycapable of being cut open to discharge by gravity a predetermined,uniform, fixed quantity of an odor producing liquid and cutting opensaid containers serially to cause a one-time action with respect to eachsaid container whereby a fixed quantity of liquid in said containerflows by gravity onto an absorbent material and vaporizing the odoressences from said absorbent material into the atmosphere at apredetermined regulated rate so as to provide a sustained effect andpresence of said odor.

2. Apparatus for advertising or promoting the sale of consumer goods byaccompanying the visual display or presentation of the goods with anodor characteristic of the goods comprising a housing, a strip withinsaid housing, means for driving said strip, a plurality of flexiblesealed pouches spaced apart on said strip, each said pouch being capableof being cut open and containing a predetermined quantity and strengthof odor producing liquid, knife-like means mounted along the path oftravel of said strip for cutting open each said pouch as said pouchpasses by said knife-like means so as to release said liquid andabsorbent means located below the level of said knife-like means toreceive the liquid released from said pouch and flowing by gravity andto retain said liquid and vaporize said odor from said absorbent meansat a predetermined rate and means to blow a controlled amount of odorout of said housing and into a controlled area in the immediate vicinityof said housing.

3. Apparatus as defined in claim 2 further including timing means foractivating and de-activating said means for driving said strip.

4. Apparatus as defined in claim 3 further including timing means foractivating and de-activating said fan

1. A method of advertising or promoting the sale of consumer goods byaccompanying the visual display or presentation of the goods with anodor characteristic of the goods comprising providing a visual displayof the goods; and in a controlled area in immediate proximity to thedisplay location, over a predetermined extended, controlled time period,providing an odor characteristic of the goods of predeterminedcontrolled strength so as to stimulate and heighten the sensations ofprospective customers in the immediate vicinity of said controlled areawith respect to enhancing their desire to purchase and use or enjoy thegoods, the step of providing the odor over the extended time periodbeing carried out by providing a plurality of sealed containers eachindividually capable of being cut open to discharge by gravity apredetermined, uniform, fixed quantity of an odor producing liquid andcutting open said containers serially to cause a one-time action withrespect to each said container whereby a fixed quantity of liquid insaid container flows by gravitY onto an absorbent material andvaporizing the odor essences from said absorbent material into theatmosphere at a predetermined regulated rate so as to provide asustained effect and presence of said odor.
 2. Apparatus for advertisingor promoting the sale of consumer goods by accompanying the visualdisplay or presentation of the goods with an odor characteristic of thegoods comprising a housing, a strip within said housing, means fordriving said strip, a plurality of flexible sealed pouches spaced aparton said strip, each said pouch being capable of being cut open andcontaining a predetermined quantity and strength of odor producingliquid, knife-like means mounted along the path of travel of said stripfor cutting open each said pouch as said pouch passes by said knife-likemeans so as to release said liquid and absorbent means located below thelevel of said knife-like means to receive the liquid released from saidpouch and flowing by gravity and to retain said liquid and vaporize saidodor from said absorbent means at a predetermined rate and means to blowa controlled amount of odor out of said housing and into a controlledarea in the immediate vicinity of said housing.
 3. Apparatus as definedin claim 2 further including timing means for activating andde-activating said means for driving said strip.
 4. Apparatus as definedin claim 3 further including timing means for activating andde-activating said fan means.